Brand Experience – Studio Odeonsplatz by Mercedes-Benz


Studio Odeonsplatz by Mercedes-Benz – As part of a long-term cooperation, Mercedes-Benz and LIGANOVA have launched the first Programmatic BrandExperience Space in Munich, comprehensively tailored to the needs of a modern and digital-savy target audience.

A prototype for innovative and connected content hubs, Studio Odeonsplatz offers a unique approach to brand experiences in creativity, art, content and digitalization. The immersive and ever-changing “walkable Instagram space” spreads across 400 m², redefines the future of urban physical brand spaces while building a local and global community.

The store is transformed into a phygital media space: At Studio Odeonsplatz everything – from the concept and infrastructure to the entire brand communication – is understood as a media space that is filled with content that has a new quality: curated and immersive; from physical to digital and constantly changing.

The space is topped off with a coworking & community area as well as premium hospitality provided at the deli bar in collaboration with food-tech startup Organic Garden, bringing a taste of the future of food with delicious regional dishes.

Studio Odeonsplatz by Mercedes-Benz is the prototype of a networked content hub and the future of commercial brand spaces.

At Studio Odeonsplatz, the LIGANOVA experts bring together everything needed for a contemporary brand & retail experience: Brand understanding, design, tech and digital know-how, experience in designing spaces and cultivating communities.

The ‘Experience-as-a-Service’ operating model for brand stores offers concept, store design, campaign implementation and store management on one-hand.



The whole space is an interface that's brought to life through curated content. For the temporary campaigns, LIGANOVA’s content experts curate designers, artists, technologists and creative makers to tell interactive brand stories and showcase cutting-edge installations that reflect the zeitgeist and drive in-store interaction to the next level. LIGANOVA is also responsible for the development of the overall campaign themes and various formats.

Studio Odeonsplatz


Studio Odeonsplatz blends the analog and digital worlds, and fosters the exploration of never-seen-before phygital experiences. LIGANOVA developed the in-location app EXOS that connects the space with changing digital content and turns it into an interactive stage, ensuring the ultimate connected visitor journey.

Studio Odeonsplatz is the prototype of a networked content hub and the future of commercial brand spaces.


In this special campaign, Studio Odeonsplatz turned into the birthplace of many great inventions: the garage. Celebrating the power of ingenuity paired with cutting-edge technology and ever-pleasing aesthetic, the new EQE became the centerpiece of the studio as, a high-standard example of an electric car that combines quality, safety and comfort. But the magic didn’t stop there – in a multi-facetted setting, the spirit of innovation and technology could be experienced through physical and digital layers as well as cultural programming and content cooperations throughout the space: Guided by the voice of Mercedes, visitors had the opportunity to explore and interact with the immersive exhibition through the use of QR codes and a dedicated map. Other features also allowed for a playful experience, for example the Wind Transit, a tunnel using aerodynamics to create the perfect instagrammable moment, or the Innovation Shelf that takes its spectators on a time travel through precious moments in the timeline of Mercedes-Benz.

Magical Garage impressed not only in terms of experience but also in aspects of aesthetics and content: The space embodied a surrealistic interior that blended Art Déco with 70’s disco and colorful mid-century design. The overall campaign story got not only phygitally translated into the space & communication tools but further unfolded its multiple facets into cultural programming and digital formats – with a strong focus on co-creation and social interaction.

In the spirit of community and connectivity, Studio Odeonsplatz invited once more for exploring, engaging, and co-working – either at the Studio’s hospitality partner Organic Garden, throughout regular visiting hours or at one of the many special happenings taking place, appealing to all senses.




Turning to the topic of sustainability as a whole, Studio Odeonsplatz by Mercedes-Benz partnered up with Smile Plastics and turned the space into a green playground to discover the multifaceted elements of a sustainable lifestyle in a playful and immersive way: Think pop-ups, special activations, various workshops to build a conscious community and extraordinary, colorful eco-friendly furniture.


Closing the year 2021 with a celebratory make-over and a special guest on stage: Marking its centenary, luxury car brand Maybach collaborated with us to turn the studio into a cozy winter lodge: with shiny prisms, the pop-up ‘Ice-Bar’ and even some iconic Maybach items up for purchasesuch as leather jackets, bags, pens, and eyewear. And in the midst of it all: the new Mercedes Maybach S-Class.

Studio Odeonsplatz | The Design Edit


Design is a hotbed of innovation and this campaign explored every facet of it. In a two-part narrative, ‘The Design Edit' highlighted the inspirationand inevitability of design, whether it's about mobility, fashion, interior, sustainability or co-creation. A unique airbag installation by Heron Preston and an exclusive capsule collection by Proenza Schouler were featured back-to-back at Studio Odeonsplatz, to bring this artistic spirit to life.


What hidden powers and people behind the scenes shape the reality we live in? ‘Hidden Heroes’ tackled this question by shifting the spotlight to the small, yet indispensable elements that create and complete the world and still are often overlooked The centerpieces of this campaign were two beautiful 3D-installations by Dirk Bonn and Janet Echelmann that picked up the spirit of interconnectedness and attention to detail.

Liganova | Studio Odeonsplatz | Hidden Heroes
Liganova | Studio Odeonsplatz | Hidden Heroes


Our past campaign “Shine on” created a space to reconnect us, the people, with the cosmos, invoking a sense of wonder and limitlessness. Featured artist Sara Shakeel supported this thought with her artwork which shows real-life objects in a new, dazzling light. Her main art piece brought to life a Mercedes-Benz SL 320 with crystal illusions – creating a unique phygital experience, placing the visitor somewhere between fiction & reality with a little sparkle.


“Interactive Intelligence” stepped into the modern interaction of man and machine. As machines are becoming of increasing importance and power, especially due to the implementation of AI technology, at the same time, social connections between humans are shifting to the digital realm. At its heart, the campaign featured the engaging installation The Future of Secrets by Sarah Newman.

Liganova | Studio Odeonsplatz | Interactive Intelligence
Liganova | Studio Odeonsplatz | Virgil Abloh


‘Projekt Geländewagen’ is the first outcome of a unique collaboration between Mercedes-Benz Chief Design Officer Gorden Wagener and Virgil Abloh, Chief Creative Director and Founder of Off-White and Men’s Artistic Director of Louis Vuitton. This legendary design piece combining the worlds of fashion, art & automotive in an unprecedented way was exhibited at Studio Odeonsplatz for 4 weeks.


The second campaign ‘New Awakening’ was intended to encourage new visions. Cooperation partner was the renowned Berlin-based flower art label “Studio Mary Lennox”. Ruby Barber, its founder and creative director, transformed Studio Odeonsplatz into a modern, seasonal space with an exclusive installation of botanical art and a staging of the vintage and iconic “Mercedes 300 SL”.

Liganova | Studio Odeonsplatz | Studio Mary_Lennox
Liganova | Odeonsplatz | Gif Silver Garage 01


The launch campaign was ‘Silver Garage’, a theme that fused freedom, openness and maker optimism to spark inner drive. The concept featured a collaboration with Berlin-based experience lab Studio of Wonders which translated the campaign theme into instagrammable visual statements, interactive photo settings and installations at the studio.

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